Growlers Market Size and Share Analysis Forecast Outlook From 2025 to 2035
The growlers market is witnessing steady growth as consumers and industries demand sustainable, reusable, and innovative beverage packaging solutions. Growlers, widely used in breweries, wineries, and beverage outlets, cater to the rising trend of craft beverages and eco-conscious consumption.
By 2035, the market is projected to reach USD 765.7 million, growing at a compound annual growth rate (CAGR) of 2.7%. Key growth drivers include increasing popularity of craft beverages, sustainability initiatives, and growing demand for premium beverage packaging.
| Attribute |
Details |
| Projected Value by 2035 |
USD 765.7 Million |
| CAGR during the period 2025 to 2035 |
2.7% |
Manufacturers are focusing on designing durable, customizable, and eco-friendly growlers to cater to diverse market needs. Partnerships with breweries, wineries, and beverage retailers ensure alignment with market trends and consumer preferences.
Key Drivers Fueling Growth in the Global Growlers Market
The growlers market is driven by several key trends:
- Sustainability Focus: Increased demand for reusable and environmentally friendly packaging.
- Craft Beverage Boom: Growth in craft breweries and artisanal beverages boosts demand.
- Customization and Branding: Opportunities for personalized and branded growler designs.
- Durability and Quality: Preference for materials that maintain beverage freshness and quality.
- Consumer Preferences: Rising awareness of eco-conscious and premium packaging solutions.
Global Market Share and Competitive Positioning in the Growlers Industry
| Category |
Market Share (%) |
| Top 3 Players (Ardagh Group, Alpha Packaging, Owens-Illinois) |
17% |
| Rest of Top 5 Players (GrowlerWerks, DrinkTanks) |
10% |
| Next 5 of Top 10 Players |
05% |
Type of Player & Industry Share (%)
| Type of Player |
Market Share (%) |
| Top 10 Players |
32% |
| Next 20 Players |
38% |
| Remaining Players |
30% |
Market Concentration and Supplier Landscape in the Growlers Sector
This medium concentration level highlights a competitive environment driven by innovation and collaboration.
Year-on-Year Leaders
- Ardagh Group: Innovators in premium and sustainable glass growlers.
- Alpha Packaging: Specialists in lightweight and customizable packaging.
- Owens-Illinois: Leaders in durable and eco-friendly glass growlers.
Emerging Technologies Transforming the Growlers Market
- Insulated Growlers: Advanced materials to maintain beverage temperature.
- Custom Printing and Branding: High-quality designs for unique brand representation.
- Smart Growlers: Integration of tracking and freshness indicators.
- Recyclable and Reusable Materials: Focus on eco-friendly and sustainable solutions.
Sustainability Trends
- Reusable Packaging: Growing demand for durable and refillable growlers.
- Recyclable Materials: Emphasis on glass and recyclable plastics.
- Eco-Conscious Manufacturing: Adoption of processes that minimize environmental impact.
Consumer Trends
- Craft Beverage Enthusiasm: Increasing preference for locally brewed and artisanal drinks.
- Premium Packaging: Demand for visually appealing and functional growlers.
- Customization: Interest in unique and branded growler designs.
Regulatory Insights Shaping Production and Distribution Standards
- North America: Focus on sustainable packaging and support for craft breweries.
- Europe: Emphasis on eco-friendly practices and reusable packaging.
- Asia-Pacific: Growth in beverage exports and demand for premium packaging.
- Emerging Markets: Rising adoption of reusable beverage packaging solutions.
Export Opportunities in the Global Growlers Supply Chain
Emerging markets in Asia-Pacific, Africa, and South America present significant growth potential. Demand for cost-effective, reusable, and premium growlers drives opportunities.
Challenges and Strategic Possibilities in the Growlers Ecosystem
Obstacles
- High Material Costs: Premium materials and sustainable production require significant investment.
- Regulatory Challenges: Varying standards for reusable packaging across regions.
- Market Awareness: Limited consumer knowledge about reusable growlers in certain markets.
Possibilities
- Growth in Craft Beverages: Rising demand for sustainable solutions in the booming craft beverage industry.
- Technological Innovations: Development of smart and customizable growlers.
- Consumer Awareness: Drives adoption of eco-friendly and premium packaging solutions.
Assessment of Market Environment and Value Chain Trends
In-House vs. Contract Manufacturing
- In-House Manufacturing: Ideal for large-scale brands requiring quality control and customization.
- Contract Manufacturing: Offers flexibility for emerging brands and niche markets.
Regional Analysis of Demand and Adoption Patterns for Growlers
| Region |
North America |
| Market Share (%) |
40% |
| Key Drivers |
Strong focus on craft beverages and sustainability. |
| Region |
Europe |
| Market Share (%) |
30% |
| Key Drivers |
Demand for premium and eco-friendly packaging. |
| Region |
Asia-Pacific |
| Market Share (%) |
20% |
| Key Drivers |
Growth in beverage exports and local breweries. |
| Region |
Other Regions |
| Market Share (%) |
10% |
| Key Drivers |
Increasing adoption of reusable and cost-effective growlers. |
End-Use Industry Segmentation
- Craft Breweries: High demand for customizable and branded growlers.
- Wineries: Durable packaging solutions for premium wine storage.
- Retail: Eco-friendly growlers for consumer purchases.
- Hospitality: Reusable packaging options for bars and restaurants.
Strategic Recommendations for Technology Suppliers and Packaging Innovators
- Promote Customization: Develop tools for unique branding and consumer-specific designs.
- Enhance Durability: Focus on materials that ensure long-lasting quality.
- Collaborate with Beverage Producers: Align solutions with craft breweries, wineries, and retailers.
Future Roadmap for the Growlers Industry and Market Maturity
The growlers market will advance through innovations in materials, smart technologies, and sustainable practices. Companies prioritizing customization and eco-conscious designs will lead the market.
Market KPIs Defining the Performance of Growlers Companies
- Reusable Packaging Adoption Rates: Measure the use of durable and refillable growlers.
- Customization Metrics: Track demand for branded and consumer-specific designs.
- Regional Growth Patterns: Monitor expansion in key markets like Asia-Pacific.
Key Companies That Shaped the Growlers Market Landscape
- Ardagh Group: Pioneered sustainable and premium glass growlers.
- Alpha Packaging: Expanded lightweight and durable packaging solutions.
- Owens-Illinois: Focused on eco-friendly and high-quality glass growlers.
Tier Structure of Leading Growlers Manufacturers and Suppliers
| Tier |
Key Companies |
| Tier 1 |
Ardagh Group, Alpha Packaging, Owens-Illinois |
| Tier 2 |
GrowlerWerks, DrinkTanks |
| Tier 3 |
Miir, Hydro Flask |
Key Initiatives by Top Vendors in the Growlers Sector
- Ardagh Group: Expanded offerings in sustainable and premium glass growlers.
- Alpha Packaging: Invested in innovative and customizable growler designs.
- Owens-Illinois: Focused on eco-friendly and durable growler solutions.
Conclusion
The growlers market is poised for significant growth, driven by the rising popularity of craft beverages, sustainability goals, and demand for premium packaging solutions. Companies investing in innovative materials and customization will gain a competitive edge.
Appendices
Key Definitions
- Growlers: Reusable containers designed for storing and transporting beverages, commonly used for craft beer and wine.
- Smart Growlers: Growlers integrated with tracking and freshness indicators.
Abbreviations
- CAGR: Compound Annual Growth Rate
Research Methodology
This report is based on primary research, secondary data analysis, and market modeling, validated through industry expert consultations.
Market Definition and Scope of the Growlers Industry
The growlers market encompasses reusable packaging solutions for craft beverages, wines, and other premium beverages, focusing on innovation, sustainability, and consumer appeal.
